In the cost of living crisis, Brits adopt "Fluxury" trend, prioritizing small luxuries like skincare, desserts, and gin by saving on essentials.

Amid the cost of living crisis, Brits are prioritizing small luxuries, such as skincare, desserts, and gin, according to a new trend dubbed "Fluxury." Over half (57%) of Brits are making savings through cheaper own-brand products and essentials to afford these treats. Consumer psychologist Kate Nightingale suggests this shift in shopping habits is due to the crisis, with "Fluxury Shoppers" being tactical and rewarding themselves for making smart choices.